Qualitative Research by the Numbers: Blog One
Qualitative researchers pride themselves on avoiding the use of numbers when collecting data related to POBAs: perceptions, opinions, beliefs and attitudes. My favorite quotation: “The only numbers in a qualitative report are page numbers.”
It isn’t that qualitative researchers feel that numbers or stats are unimportant – many of them are former quantitative analysts! The issue rests with knowing that statistics is only half of the story and without understanding the reasons behind the stats, key information critical for strategic decision-making could be lost.
“Statistical research asks questions.
~ Naomi-ism
Qualitative research questions the answers.”
A 2020 finding from U.S. News and World Report shows only 18% of U.S. drivers know how to operate a stick shift vehicle. As a flat statement that is a useful statistic to decision-makers who run the companies that produce cars for sale in the US. It could help inform future strategies about continuing to run certain assembly lines that will make cars in the year 2030.
However, what are the reasons behind making consumer choices to buy a manual shift vs. and automatic shift? Through qualitative inquiry, easy answers emerge such as,
“Less hassle to operate.”
“Easier to learn how to drive.”
Through qualitative probing, additional answers emerge including:
“I can concentrate on other things rather than when to downshift or move from clutch to brake or gas.”
Diving well below top-of-mind answers, through skillful non-threatening probes, allow answers like these to emerge:
“I feel more confident driving an automatic car.”
“I don’t know anyone who has a manual shift and I don’t want people to think I’m not modern minded.”
“I’m not a guy – and I always associate stick shift cars with men who drive like the guys in those Fast and Furious movies.”
In looking at the world of qualitative inquiry, there are some numbers worth reporting. The first four discussed in this blog include:
- 19 Methodologies in Qualitative Research Events (QREs)]
- 4 Stages of a QRE
- 4 Pillars of Qualitative Inquiry
- 0 “Why” Questions
19 Methodologies [Qualitative Research Events – QREs]
In the 1970’s only seven methodologies existed, such as focus groups, in-depth interviews, triads and dyads. Currently there are 19 QREs expanding the field to include ethnographic research, shop-alongs, online sessions, and mock-juries to name a few. Readers can find a listing of all 19 methodologies in RIVA’s online course, RIVA 195V: Principles of Qualitative Research – https://www.rivainc.com/#courses2.
4 Stages in any QRE
Standing on the shoulders of work begun by Sigmund Freud in the 1920’s-1930’s, qualitative research took a page from his book and used the same terms as the famed psychotherapist. Current qualitative researchers move though these stages regardless of the methodology chosen:
- Stage One: Introduction
- Stage Two: Rapport/Reconnaissance
- Stage Three: In-Depth Investigation
- Stage Four: Closure
While the amount of time spent on each stage is not equal, the stages flow from start to finish like a birth to death cycle – the later stages standing on the shoulders of the earlier ones. Note: The word “rapport” in Stage Two does not refer to the relationship between the moderator and the respondent, but rather to the relationship of respondent to the question presented.
4 Pillars of Inquiry – Determining POBAs: Perceptions, Opinions, Beliefs, Attitudes
One primary role of qualitative inquiry is to find reasons for POBAs and tipping points for shifts in POBAs. As a moderator poses questions for respondents, they are seeking to find out how respondents think, feel, and act while answering questions about issues, theories, products, services, and advertising.
Organizations have long known if they understand the thinking processes and decision-making strategies of their target market, a better chance emerges to shift or sway that market to produce a desired end result such as more sales, elected officials, key words in advertising or communications, etc.
0 “Why” Questions
Interesting to note that the entire underpinning of qualitative inquiry is to determine a rationale for one of the POBAs: perception, opinion, belief, or attitude toward a product, service, advertisement or issue. Qualitative researchers are charged with discovering what drives behavior by unpacking the conscious and sub-conscious motivations that govern actions.
The issue with asking for such data with “Why” as the probe does not prove as illuminating as one might believe. The actual word “why,” as the first part of a question, can drive the respondent to become defensive or seek to provide a rational answer when their actual response is more emotional in nature.
Additionally, “why” tends to be associated with whiny children, judging parents, teachers, and bosses and worst of all it leads to short answers, requiring additional probes to elicit all the elements inside POBAs. RIVA courses teach a plethora of questions to discover reasons without ever asking “why,” or making respondents uncomfortable.
Written by: Naomi Henderson, CEO & Co-Founder